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table in negative region, therefore H
O
should be rejected and H
A
should be accepted, means that independent variables partially as influence significantly towards
dependent variable. On the contrary, when t test t table therefore H
O
accepted and H
A
rejected, means that independent variable partially has no significant influence towards dependent variable. Level of significant used in this test is 5 or
α 0.05.
b. Determination Coefficient
Determination coefficient R
2
aims to measure how good model in explaining variation of dependent variable Ghozali, 2006: 87. Determination coefficient score
is between zero and one. Small R
2
score indicates ability of independent variables in explaining variation of dependent variable is constrained. On the other hand, score
that approaches one indicates independent variables provide almost all information needed to predict variation of dependent variable. The closer adjusted R
2
score to 1, the better independent variables explaining dependent variable.
R
2
often formulated in mathematical formula as follows:
= = 1
− 3.7
R
2
, thus defined, ranging from 0 to 1. The closer it is to 1, the better is the fit. However, there are problems with R
2
. “First, it measures in-sample goodness of fit in the sense of how close an estimated Y value is to its actual value in the given sample.
Second, in comparing two or more R
2
’s, the dependent variable, or regress and, must be the same. Third, an R
2
cannot fall when more variables are added to the model” Agustina, 2011.
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CHAPTER IV ANALYSIS AND DISCUSSION
A. Description of Research Object
In this study, the researcher tries to investigate the influence of green marketing strategies towards economic sustainability. Researchers have contributed
much to the science in the field of green marketing. Most of the researches constitute theoretical and anecdotal studies. Scholars rarely found researches that express
empirical evidence in terms of green marketing. The most common research regarding “environmental”, “green”, or “sustainable” marketing relies heavily on environmental
performance or firm performance. The results showed inconsistent evidence. Researchers often confuse with concept of green strategy and green performance.
That is why developing a standardized measurement or rating is important to help researchers link the nexus between green marketing strategy and other variables.
This research uses Greenpeace’s Green Electronics Guide which consistently ranks leading mobile phones, game console, television, and personal computer PC
manufacturers in terms of their global policies and practice on three domains: phasing out harmful chemicals; taking responsibility for their products once they are discarded
by consumers; and their impact on the climate Greenpeace.org, 2010. The rationale behind it due to its visibility on activism, advocacy, and tie to marketing issues can
trigger companies to respond customer and NGOs demands. Even some company policies and practices were changed due to pressure by this organization as a part of
marketing communication between company and stakeholders than shareholders.
